Core Viewpoint - The article discusses the decline of the "principal coffee" trend, which was once popular among consumers but is now facing backlash due to high prices, poor quality, and pretentiousness in service [10][22][30]. Group 1: Principal Coffee Experience - The "principal coffee" experience is characterized by a unique atmosphere, often featuring a personal story from the owner, high prices, and a focus on aesthetics over product quality [6][9][20]. - Consumers are increasingly frustrated with the high costs and perceived low quality of the coffee, leading to a growing disdain for the "principal" label [22][23][24]. Group 2: Market Dynamics - The rise of social media has amplified consumer dissatisfaction, allowing negative experiences to spread quickly and leading to a collective mockery of the "principal coffee" concept [11][30]. - The initial appeal of "principal coffee" was rooted in a rejection of standardized coffee experiences, but this has evolved into a formulaic approach that lacks authenticity [29][41]. Group 3: Consumer Expectations - Consumers are now more discerning and expect a balance between storytelling and actual product quality; when these do not align, the narrative becomes unconvincing [36][41]. - The article highlights that true "principal" coffee shops should focus on product quality and customer experience rather than solely on personal branding and storytelling [36][41]. Group 4: Future of Principal Coffee - The future of "principal coffee" lies in finding a balance between individuality and market demands, ensuring that the product meets consumer expectations while maintaining a unique identity [34][41]. - The article suggests that the "principal" label must be reclaimed by those who genuinely care about quality and customer experience, rather than those who exploit the trend for profit [42].

爱喝咖啡茶饮的，正开始躲着"主理人"。 2025年短视频起号的方式之一，是竞相模仿"95后海归咖啡主理人"的段子： 当你走在路上，不小心误入一家主理人咖啡店，你会体验到一套标准的主理人流水线：店里的主理人（店主）和他的朋友在聊天，极具冲击力的潮人穿搭可 能让你感到些许不适或格格不入。 主理人通常来自江浙沪，自称有海外留学经历，会对着你夹杂外语说一堆。通常你会听到，5分钟咖啡豆"庄园故事"讲解，顺带一句"你在别家喝不到"。店 里一定有主理人的猫或狗。 60元低消，一杯手冲瑰夏48元起，最后，你花168元买了一份隐藏菜单，喝到了一杯酸味尖锐的咖啡和一块刚从冰箱拿出解冻的巴斯克。总体体验是，味道 和瑞幸差不多，价格贵了3倍。不过，店里放了几个黑胶唱片、墙上挂了幅抽象画，设计感很强。 这还是进店流程最简单的，没有要求你提前3天进行预约。 在星巴克、瑞幸教育完咖啡市场，将咖啡拉下神坛后，消费者厌倦了千店一面的体验，于是，一个不错的"IP故事"变成主理人咖啡品牌的重要资产。主理人 们都深谙此道。打开大众点评"必打卡咖啡馆"榜单，主理人模式的门店能占一半。 然而，这股浪潮席卷到今年，主理人咖啡的光环正迅速褪色，取而代之的是 ...